Marketing consumer behaviour

1. Principles Of
Marketing
_______________________
Consumer Buying Behaviour
Abhijay goyal
Roll No:1928
Section 2

2. Consumer Buying Behavior
 Consumer Buying Behavior refers to
the study of how individuals make
decisions to spend their available
resources on consumption related
items.
“How do consumers respond to
marketing efforts the company
might use?”

3. Model of Consumer Behavior
Marketing and
Other Stimuli
Buyer’s Black Box
Buyer’s Response
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Characteristics
Affecting
Consumer
Behavior
Buyer’s
Decision
Process
Product Choice
Brand Choice
Dealer Choice
Purchase
Timing
Purchase
Amount

4. Characteristics Affecting
Consumer Behavior
Buyer
Psychological
Personal
Social
Culture

5. Factors Affecting Consumer Behavior:
Culture
 Most basic cause of a person's wants
and behavior.
 Values
 Perceptions
Social Class
• People within a social class
tend to exhibit similar buying
behavior.
• Occupation
• Income
• Education
• Wealth
Subculture
• Groups of people with shared
value systems based on
common life experiences.
• Sikh Consumers
• Muslim Consumers
• Mature Consumers

6. Factors Affecting Consumer Behavior:
Social
Groups
•Membership
•Aspirational
•Disassociative
Family
•Husband, wife, kids
•Influencer, buyer, user
Roles and Status
Social Factors

7. Factors Affecting Consumer Behavior:
Personal
Personal Influences
Age and Family Life Cycle
Stage
Occupation
Economic Situation
Lifestyle Identification
Activities Opinions
Interests
Personality & Self-Concept

8. Factors Affecting Consumer Behavior:
Psychological
Psychological
Factors
Motivation
Perception
Learning
Beliefs and
Attitudes

9. Maslow’s Hierarchy of Needs
Esteem Needs
(self-esteem, status)
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
Self
Actualization
(Self-development)

10. The Buyer Decision Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior

11. Thank you…